Paal Smith-Meyer, head of new business at LEGO Group, said: "Life of George is a result of our desire to provide an innovative way for existing and new fans to play with Lego bricks and interact with the brand.

"We understand consumers' powerful connection to casual gaming, and we have seen how successfully the Lego brand can translate to a virtual experience, so we pursued development of a fun way to combine both physical and virtual play into one product."

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.